Stormtrooper at promotionsStormtrooper na promocji

If we go to any supermarket on a weekend day, we have a good chance to meet there young people of attractive appearance, involved in so called „standing at promotions”. Giving away free samples of products, combined with looking deeply in the eyes of potential customers is expected to be translated into increased sale of certain products.

Each person who has experienced this phenomenon will confirm I am right that the scenario of such a “promotion” is painfully hackneyed, and there’s a cliché after cliché. Height of creativity in this regard was an old (sic!) nice lady dressed as so called „peasant woman” who encouraged to buy supposedly eco-friendly dairy products. That’s all. None of creators of supermarket promotions has stuck out the nose beyond still the same set of their promoters’ behaviour.

Let’s think however, what a great surprise it would be for us if after entering an aisle with toys, we would meet Stormtrooper from Star Wars there – in full gear and with the inherent laser gun. I think someone like that would encourage people to shopping more than the best dressed (or undressed) hostess. Stormtrooper could pose to souvenir photos both with children, and their parents most of whom are fans of Star Wars stylistics. He could also call passing-by customers with the popular in his profession watchword: Stop! You rebel scum!”, and we already have the basis for having a good fun and building positive emotions.

Someone could say, yes, the character from Star Wars is well suited to toy promotion but what about the whole rest of the assortment? Oh well, here are my other proposals.

Automotive section. Character of the cult driver Stig from popular Top Gear programme. Owing to the secrecy, which surrounds the identity of this character, he would surely attract a lot of people who would be interested to know, who is behind the white helmet. As an alternative to Stig something more “traditional” could be proposed, that is a man dressed in a complete uniform of Formula 1 driver (necessarily, with a helmet under his arm) who can praise all auto-moto products starting from tree fresheners up to oil motors.

Alcohol section. Scotsman in the complete uniform – can be equipped with bagpipes, but as a prop only. I would advise against playing the instrument which could increase the impression of cacophony in the shop hustle. The character of the Scotsman can present himself as a film Rob Roy or – to make it even funnier – be disguised (half of the face blue, long hair and great two-handed sword on the back) as also a film similarity, to William Wallace from „Braveheart”. It’s only the formality but I will add that someone like that is best suited to promotions of strong alcohol.

Sweets section. The character of Willy Wonka from the film „Charlie and the Chocolate Factory”, giving out children and their parents candies and chocolates of a certain company.

Fish section. A man disguised as a jovial fisherman, in the professional storm jacket and the indispensable pipe in the mouth. It would be good if he had a special flashing mini-light which real life jackets are equipped with. This gadget, with its strong flashing will attract the attention of customers from the furthermost corners of the shop. Such a fisherman should be wet from sea wave water and tell customers about his adventures at crab fisheries in Alaska.

As seen in these first examples it is sufficient to think for a while and reach for recognisable pop cultural models known from television. This will work because a statistical European spends several hours in front of TV daily, so he will know who he deals with. This way the present scheme „promotion from supermarket” shall be broken and it will be able to raise recommendation of our products by one grade higher than hardened competition.

A good example is set by the conduct of a company producing systems warning drivers against the police. This company hired hostesses who in short uniforms stylised on American police and glasses, as from the film „Top Gun”, at busy crossroads were giving out leaflets and gadgets to drivers who had just stopped at the red light. This is a perfect example of breaking away from established promotion routines. This procedure can be transferred from the street to shop or supermarket interiors.

Each company which will break away from mediocrity in this respect has a great chance to attract the attention of people – potential customers. Nowadays, the attention of customers is a currency valuable as cash, which they pay for our products with. It is worth striving for it in an unusual way.